truth® Named Number One Brand and Truth Initiative Top 5 Marketer According to 2016 North American Effie Index

WASHINGTON, July 6, 2016 /PRNewswire-USNewswire/ -- truth®, the nation's largest youth tobacco prevention campaign, topped this year's North American Effie Index in a three-way tie for first place with CVS Health and Walmart for the most effective brand. EA Madden and Taco Bell are ranked 4th and 5th respectively rounding out the top five. Truth Initiative, the non-profit organization that leads truth, was named a top five most effective marketer, tying with CVS Health and Walmart for fourth place. For the sixth consecutive year, Procter & Gamble was named the most effective marketer in North America followed by Unilever and Mars ranked second and third, respectively.

The Effie Index identifies and ranks the marketing communications industry's most effective agencies, marketers and brands by analyzing finalist and winner data from worldwide Effie Awards competitions. The North American Index rankings reflect finalist and winning work that ran in the US or Canada from the 2016 North American, Global and Positive Change Effie Awards competitions.

truth took home four Effie awards for its "Finish It" / "Left Swipe Dat" campaigns: Gold for the both the Youth Marketing and Diseases Awareness & Education categories, a Silver for Influencers and a Bronze for Single Impact Engagement.

Tobacco remains the number one cause of preventable death in the U.S., killing more than 1,300 people each day. Teen cigarette smoking rates are down to a historic low of 7 percent, compared to 23 percent in 2000. truth created the Finish It campaign to empower teens to make their generation the one that ends smoking by giving them the facts about tobacco, sharing progress in the fight against the tobacco epidemic and empowering teens to use their creativity to make the fight against Big Tobacco their own. Since August 2014, the campaign has generated more than 445 million interactions, and more are enlisting to Finish It every day.

"Left Swipe Dat," a music video released at the 2015 Grammy Awards, focused on the impact that smoking has on teen dating and relationships. Research from online dating apps shows that profile pictures that contain tobacco are more likely to be rejected, or "left swiped." #LeftSwipeDat reached #1 worldwide trending status twice during the Grammy Awards and in total, has been viewed more than 39 million times. The phrase "Left Swipe That" now appears in the Urban Dictionary.

North American winning and finalist case studies are rigorously examined, debated and evaluated by seasoned industry leaders over at least two rounds of judging. "When you are building a movement to end tobacco use, being recognized by leaders in the field for the effectiveness of your advertising is more than validating – it means your work is changing minds and behaviors and saving lives," said Robin Koval, CEO and president of Truth Initiative. More information on the Effie Index, as well as the Global Effie Index rankings, which were announced last month, can be found on www.effieindex.com.

The Finish It campaign was created by truth's agency of record, 72andSunny. Media planning and buying is handled by Assembly, truth's media agency of record.

Truth Initiative
Truth Initiative is a national public health organization that is inspiring tobacco-free lives and building a culture where all youth and young adults reject tobacco. The truth about tobacco and the tobacco industry are at the heart of our proven-effective and nationally recognized truth^® public education campaign, our rigorous and scientific research and policy studies, and our innovative community and youth engagement programs supporting populations at high risk of using tobacco. The Washington D.C.-based organization, formerly known as Legacy, was established and funded through the 1998 Master Settlement Agreement between attorneys general from 46 states, five U.S. territories and the tobacco industry. To learn more about our work speaking, seeking and spreading the truth about tobacco, visit truthinitiative.org.

truth®
truth® is the most successful and one of the largest national youth tobacco prevention campaigns. The campaign exposes the tactics of the tobacco industry, the truth about addiction, and the health effects and social consequences of smoking. truth gives teens facts to make their own informed choices about tobacco use and inspires them to use their social influence and creativity in the fight against tobacco. The campaign is credited with preventing hundreds of thousands of teens from starting to smoke, and is working to make this the generation that ends smoking for good. To learn more, visit thetruth.com. truth is part of Truth Initiative, a national public health organization dedicated to achieving a culture where all youth and young adults reject tobacco. To learn more about Truth Initiative's work speaking, seeking and spreading the truth about tobacco, visit truthinitiative.org.

About Effie Worldwide
Effie Worldwide is a 501 (c)(3) nonprofit organization championing the practice and practitioners of marketing effectiveness.  Effie Worldwide spotlights marketing ideas that work and encourages thoughtful dialogue around the drivers of marketing effectiveness. The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant insights into effective marketing strategy. The Effie Awards are known by advertisers and agencies globally as the preeminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand's success. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with over 40 global, regional and national programs across Asia-Pacific, Europe, Latin America, Middle East/North Africa and North America.   Effie initiatives include the Effie Effectiveness Index, ranking the most effective companies and brands globally and the Effie Case Database. For more details, visit www.effie.org. Follow @effieawards on Twitter for updates on Effie information, programs and news.

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SOURCE Truth Initiative